Skittles' Pride packaging faces Bud Light-like backlash

Skittles, the fruity candy produced by Chicago-based Mars Wrigley, has found itself in the middle of controversy once again. This time, the candy company faces backlash for its packaging that shows support for LGBTQ+ people. The new packaging features designs that "amplify stories within the LGBTQ+ community" on the candy's “Pride Packs,” according to its website. This marks the fourth year that Skittles has partnered with GLAAD, a nonprofit that advocates for LGTBQ rights. One dollar from every Skittles Pride pack will be donated to the organization, up to $100,000. Also read: Pride Month marketing guide for brands In a June Instagram post, where Skittles highlights an artist who designed one of the packages, recent comments called for boycotts, stating the company has gone “woke.” View this post on Instagram A post shared by SKITTLES (@skittles) “I think Skittles is running into the Bud Light backlash,” said Tim Calkins, associate chair of the marketing department and clinical professor of marketing at Northwestern's Kellogg School of Management. “So the thing that's really different now is that the Bud Light controversy has changed a lot of things for marketers. Companies and marketers are really wrestling with the question of 'How do you navigate in this world?' ” Bud Light was the subject of boycott calls after a promotion involving transgender influencer Dylan Mulvaney. Chicago-based Molson Coors reported a bump in sales in the first quarter of 2023 after social media users declared they would not support Bud Light due to the company's promotion with Mulvaney. “If you go back a few years ago, companies weren't seeing this type of backlash. And so a program like this from Skittles a few years ago wasn't getting a lot of negative pushback. Now it is. And what that reflects is a changed environment,” said Calkins. Though the company is the face of criticisms, Calkins said he doesn't see Skittles ending its campaign, but instead believes it will change its strategy in the future. “I don't think the controversy will change the (company's) core values. I think companies that have supported inclusion and diversity will continue to do that. The thing that might change, though, is how they do it. And I think that balance companies are going to try to find is supporting these causes and doing it in a way that doesn't create a huge backlash.” Also read: Target removes certain Pride merchandise And: The North Face continues Pride push amid LGBTQ+ marketing backlash This isn't the first time Skittles has been the face of social contention. The 2012 killing of Trayvon Martin sent Skittles' sales soaring as he had purchased the candy before being fatally shot by George Zimmerman in Florida. Because the company had experienced a boom from Martin's death, becoming a symbol in the fight for racial justice, some called for Mars Wrigley to donate money to Martin's family or the causes that would “help with racial reconciliation or underprivileged communities” according to The New York Times. The company then released a statement: “It's inappropriate to get involved or comment further as we would never wish for our actions to be perceived as an attempt of commercial gain following this tragedy.” Mars Wrigley did not respond to requests for comment. Mars Wrigley, which has its global headquarters in Chicago, also conducts research and development at its Global Innovation Center on Goose Island. That facility employs about 600 people and is set to open a second, $50 million building later this year. McLean, Va.-based parent company Mars Inc.’s revenue was about $45 billion last year, but it does not disclose financials for Mars Wrigley.

Skittles' Pride packaging faces Bud Light-like backlash

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